FIA World Rallycross and DTM champion Mattias Ekström has been signed as a development driver for the Cupra e-Racer and the brand’s ‘e-ambassador’.
Ekström, who currently competes with his own team running Audi S1 cars in FIA World RX, will be presented as a Cupra brand ambassador at the brand’s stand in the IAA Frankfurt International Motor Show next month.
He will work on the Cupra e-Racer project and development of the brand’s future electric race cars. The Cupra e-Racer, which was revealed early last year, has been the backbone of the nascent ETCR platform.
“Joining Cupra is a natural move for me,” said Ekström.
“After a career dedicated to the racing world where I had explored all combustion engine formats I wanted to transition to electric racing with Cupra, wich has been a pathfinder in this segment since its creation.”
Cupra has hinted at plans to develop further electric race cars and is set to have a large presence at the Frankfurt show in September.
“Electric propulsion is going to be at the core of Cupra’s racing strategy,” commented Antonino Labate, its director of strategy, business development and operations.
“We will leverage on Mattias’ racing experience and innovation skills to reinvent the future of racing and develop new experiences around global motorsport.”
At the last Geneva Motor Show is presented the first road car model developed fully by Cupra away from its parent brand SEAT, the plug-in hybrid Formentor.
Since then, SEAT revealed the el-Born, a fully electric concept car based on the same platform as the upcoming Audi Q4 e-tron.